DraftFCB’s 3D ‘Kustom Konnection Saw’ takes out Best of Show at Art of the Envelope Awards

A 3D saw designed from mock fifty dollar notes has taken home the Best In Show prize at this year’s Art of The Envelope Awards. Winners were announced and celebrated at an awards ceremony in Auckland last night, hosted by Dave Gibson, musician and founder of online t-shirt company Closet.

Draft FCB’s entry ‘Kustom Konnection Saw’ for client Genesis, created by Tony Clewett and Rob Banks, was a stand-out entry among a plethora of unique and innovative entries, including a 3D Letterbox and recyclable cloth bag. It won the Mailed Masterpiece category (includes 3D pieces that have been mailed or delivered) before also being announced as Best In Show, winning Clewett the choice of a $5,000 ‘long lunch’, a $5,000 travel voucher or $5,000 towards awards entry fees.

The annual competition, held by Candida, New Zealand Post and Kinetic 121, seeks to encourage people to explore the possibilities and push the boundaries of the ‘humble envelope’. Entries were received from around the country and, for the first time also from Britain.

Says New Zealand Post’s Fiona Woolley: “This piece featured an ingenious use of the outer to convey the message and grab attention. It was not only relevant to the target audience, but it was impossible to ignore. Seeing every person who came across it (pre-, during and post- judging) pick it up and have a go at sawing with it proved that this was a piece that really did achieve ‘cut through’.”

Other category winners were:

•    The 50 Cent Classic (creativity in a regular envelope up to Max-POP size that can be mailed economically) – ‘They Took Everything’ for AMI by Erin Gulyas, Christabel Spong and Frances Cooke, AUT University

•    Redefine & Redesign (work that redefines the concept of an envelope to produce an artistic or futuristic masterpiece) – ‘AXIS Awards’ for New Zealand Post by Alex Hamilton, Matt Shirtcliffe, Jeff Harris and Heath Davy, Saatchi & Saatchi

Highly Commended Entries were:

•    ‘Baby RAPP’ for RAPP by Jason Hall (RAPP) – Mailed Masterpiece

•    ‘The Pacific’ for TVNZ by Dave Rogers (Geon Group) – Mailed Masterpiece

•    ‘Library Invite’ for National Bank by Jason Hall (RAPP) – Mailed Masterpiece

•     ‘Premature Baby’ for Mercury Energy by Ant Salmon (Big Communications) – 50 Cent Classic

•    ‘Are You Missing Cover’ for AA Life by Alex Hamilton (Saatchi & Saatchi) – 50 Cent Classic

Each of the three winning category entries receives a choice of a Digital SLR Camera, shopping voucher or iPod Touch and iPhone combo, each to the value of $2,000.

Adds Fiona Woolley: “Yet again we’ve been thrilled by the creativity on offer from the very talented people in our industry. We would like to thank everyone who entered the Art Of The Envelope awards this year and we hope that it will help to inspire people to continue designing ‘envelope art’ that truly pushes creative boundaries.”